Abercrombie kids (marketed as abercrombie) is an American lifestyle brand by Abercrombie & Fitch. Targeting consumers aged 7–14, the concept is designed as the children's version of A&F and is marketed as "Classic Cool". The children's sized casual wear is inspired by that of A&F . History Abercrombie & Fitch introduced abercrombie in 1997 with 9 stores. The purpose was to attract a younger audience to the American Abercrombie brand. The name of the concept took the same font of its parent, but with a navy color. The abbreviation from "Abercrombie & Fitch" to "abercrombie" with lowercase letters was intended to provide a children's image. The store prototype was as the A&F one, but with variations also intended to appeal to the younger audience